Reaching more customers, delving into the unknown

Abstract: Organizations have ineffective information management practices, and improper analytical methods and tools for innovations. As a consequence, customers are not appropriately reached, decision-making is compromised and –unfortunately- most innovations don’t achieve the desired results. In...

Descripción completa

Guardado en:
Detalles Bibliográficos
Autor principal: Viltard, Leandro Adolfo
Formato: Artículo
Lenguaje:Inglés
Publicado: Instituto Federal de Educação, Ciência e Tecnologia de São Paulo 2021
Materias:
Christensen, Clayton, 1952-2020
CAMBIO ORGANIZACIONAL
INNOVACION TECNOLOGICA
PLANIFICACION ESTRATEGICA
TOMA DE DECISIONES
Acceso en línea:https://repositorio.uca.edu.ar/handle/123456789/11431
Aporte de:
Repositorio Institucional de la Universidad Católica Argentina (UCA) de Universidad Católica Argentina
id I33-R139123456789-11431
record_format dspace
institution Universidad Católica Argentina
institution_str I-33
repository_str R-139
collection Repositorio Institucional de la Universidad Católica Argentina (UCA)
language Inglés
topic Christensen, Clayton, 1952-2020
CAMBIO ORGANIZACIONAL
INNOVACION TECNOLOGICA
PLANIFICACION ESTRATEGICA
TOMA DE DECISIONES
spellingShingle Christensen, Clayton, 1952-2020
CAMBIO ORGANIZACIONAL
INNOVACION TECNOLOGICA
PLANIFICACION ESTRATEGICA
TOMA DE DECISIONES
Viltard, Leandro Adolfo
Reaching more customers, delving into the unknown
topic_facet Christensen, Clayton, 1952-2020
CAMBIO ORGANIZACIONAL
INNOVACION TECNOLOGICA
PLANIFICACION ESTRATEGICA
TOMA DE DECISIONES
description Abstract: Organizations have ineffective information management practices, and improper analytical methods and tools for innovations. As a consequence, customers are not appropriately reached, decision-making is compromised and –unfortunately- most innovations don’t achieve the desired results. In this sense and through the study of Disruptive Innovation Theory (DIT) and Job To Be Done Theory (JTBDT) –developed by Harvard Professor Clayton Christensen- it is pointed out that a novel universe of value is created for small firms and incumbents in their innovation environments. In other words, “unrevealed” areas of opportunities (or Disrupted Innovation Theory, DIT) and “undisclosed” products (Job-To-Be-Done Theory, JTBDT) take place, allowing a wide range of new organizational and social development, not only a different/better/worse known market or product. This result in an additional distinction between two antagonistic fields that coexist in the current business context: the known field (referred to sustaining innovations) and the unknown one (connected with DI and JTBD). Managers are urged to understand their differences, and theories/tools must be reconsidered to manage those opposite worlds. Therefore, the hypothesis of this investigation –which was corroborated- states that a deep understanding of DIT and JTBDT can help to reach more customers with adapted products, and to wider develop organizations and markets. It was utilized a qualitative methodology, with an exploratory descriptive study. The design was non-experimental and -within them- transversal, since the information was collected at a given moment of time.
format Artículo
author Viltard, Leandro Adolfo
author_facet Viltard, Leandro Adolfo
author_sort Viltard, Leandro Adolfo
title Reaching more customers, delving into the unknown
title_short Reaching more customers, delving into the unknown
title_full Reaching more customers, delving into the unknown
title_fullStr Reaching more customers, delving into the unknown
title_full_unstemmed Reaching more customers, delving into the unknown
title_sort reaching more customers, delving into the unknown
publisher Instituto Federal de Educação, Ciência e Tecnologia de São Paulo
publishDate 2021
url https://repositorio.uca.edu.ar/handle/123456789/11431
work_keys_str_mv AT viltardleandroadolfo reachingmorecustomersdelvingintotheunknown
bdutipo_str Repositorios
_version_ 1764820524744048642

Ejemplares similares